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Title: Pla de comunicació del CIRD, Centre d'Informació i Recursos per a les dones i servei d'atenció a la diversitat seual i de gènere de l'Ajuntament de Mataró
Author: Cabot Navarro, Marta
Abstract: One of the key ideas which has influenced this Master dissertation lies in the fact that the close proximity to its citizens makes local governments fundamental agents of change when implementing policies with real impact on the public. Amongst such policies are those relating to gender and LGTBI equality. As patriarchy is continuing to be challenged since the #MeToo movement of October 2017 or 8 March feminist strikes of recent years, these policies are consolidating themselves in the global social agenda. In the case of the Mataró council, the office responsible for implementing gender equality and LGTBI policies is the CIRD (Centre of Information and Women's Resources and office for sexual and gender diversity). Despite the communicative challenges it is facing, the CIRD has never had a communications plan and thus its elaboration is the aim of this dissertation. While it might seem sufficient to simply apply key corporate communication principles, current bibliography suggests that public service communication presents its own set of unique traits. After all, at the forefront of public institutions are high office politicians who are subject to election periods and who manage intangible assets, the owners of which are the very receivers of said communication, i.e. the general public. Specifically, gender and LGTBI equality policies require leading by example as well as special attention to language use. The communications audit necessary for creating the communications plan relied on personal contacts, interviews and surveys directed at CIRD administrators and employees, the analysis of primary sources such as the Mataró council's Equality plans at the internal and external level, as well as the analysis of the council's posts on social media and its website. At an internal level, communications management proves effective, both at the council level and the CIRD level, though further complementary initiatives are recommended to enhance its success. As concerns external communication, the CIRD runs annual campaigns which are already managed and optimally broadcast. The communications plan proposes to create a more unified brand image, as well as to further reinforce existing campaigns run on social media, and initiate new campaigns suggested for the period between July 2020 and June 2021, both at an offline and online level. In this sense, the greatest challenge has been target group segmentation: while certain communications are addressed at specific sectors, the need to provide social education and raise public awareness of equality policies requires that they be accessible to the entire population.
Keywords: public service communication
communications plan
corporate communication
external communication
internal communication
gender studies
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 17-Jun-2020
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Trabajos finales de carrera, trabajos de investigación, etc.

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